Sales Optimization and Risk Management: An Analytical Purview of Ramesh Flowers Limited – Gala Group India

Abstract

This study deals with the sales optimization and risk management in Ramesh Flowers Limited – Gala Group India (Tuticorin, Tamilnadu) which is the leading manufacturers and exporter of home décor and fragrance products in India. Since 2019, the organization is a part of the prestigious Gala group GmbH serving customers from more than 75 countries and having more than 40 % share of total exports in this product category from India. Ten years of historical sales data are used for trend analysis and time series analysis (ARIMA model) to analyse the sales activity and the potential of revenue in the future with the key customers Target Stores and IKEA Supply AG. The results indicate that Target Stores has strong growth momentum with large volatility while IKEA Supply AG has small volatility but strong growth momentum. Ten operational, supply chain, regulatory, financial and reputational risks of the home décor export business have also been identified and integrated mitigation strategies have been suggested in the study. The research is descriptive research based with census sampling technique from 50 marketing and sales people. The study finds that the Gala Group has a significant opportunity to improve its sales performance by ensuring disciplined demand forecasting, managing volatility, proactively mitigating risks, and strategically targeting customers.